LifeLock - Copywriting

Company: LifeLock, Tempe, AZ Company Description: LifeLock (www.lifelock.com) helps consumers to render their personal information useless to thieves, backing it up with a one million-dollar service guarantee. Unlike other security services, LifeLock specializes in the prevention of identity theft rather than the reporting of it, providing customers with the tools to proactively protect their personal information. Nomination Category: Advertising/Design Craft & Technique Categories Nomination Sub Category: Best Copywriting

Nomination Title: Identity Theft Special Report Advertorial

The date on which this nominated ad was first run, aired, or otherwise made public:

January 2008 (we buy remnant so exact days are seldom known before going to print.

Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

LifeLock’s Identity Theft Special Report campaign was an advertorial designed to accomplish three goals: (1) Evolve the “I’m Todd Davis” campaign, (2) more thoroughly educate the consumer about identity theft and LifeLock’s services, and (3) drive new enrollments. The campaign was successful on all three fronts. Not everyone will recognize LifeLock, but most people know “the guy with the Social Security number.” We used that recognition to drive readers into a larger story about identity theft. Rather than have a traditional call to action, the ad was divided into two parts, a news story and a traditional ad running below it. Separating the two appears to have accomplished our goal of giving the story more credibility, allowing us to educate the consumer more fully than is usually possible. The response to the ads met, and in most cases exceeded all conversion goals for individual and multiple enrollments.